Author : Sally Hogshead
Genre : Business & Economics
Publisher : HarperBusiness
ISBN : 0062206486
Type book : PDF, Epub, Kindle and Mobi
File Download : 352 page

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%? And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone. The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus. This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world. This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment. Dive into the science of fascination and learn how to: Increase prices with ideas from poker to Play-Doh Build revenue by learning about the $14 million license plate Get better leads through hypnosis by Sigmund Freud and Steve Jobs Attract raving fans by following the cult of pistachio ice cream Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.

Author : Sally Hogshead
Genre : Business & Economics
Publisher : HarperCollins
ISBN : 9780062405937
Type book : PDF, Epub, Kindle and Mobi
File Download : 352 page

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%? And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone. The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus. This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world. This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment. Dive into the science of fascination and learn how to: Increase prices with ideas from poker to Play-Doh Build revenue by learning about the $14 million license plate Get better leads through hypnosis by Sigmund Freud and Steve Jobs Attract raving fans by following the cult of pistachio ice cream Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.

Author : Everest Media,
Genre : Business & Economics
Publisher : Everest Media LLC
ISBN : 9781669399520
Type book : PDF, Epub, Kindle and Mobi
File Download : 23 page

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it. #2 The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire. #3 The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits. #4 When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

Author : Sally Hogshead
Genre : Business & Economics
Publisher : Harper Collins
ISBN : 9780061966163
Type book : PDF, Epub, Kindle and Mobi
File Download : 288 page

A newly revised and updated edition of the influential guide that explores one of the most powerful ways to attract attention and influence behavior—fascination—and how businesses, products, and ideas can become irresistible to consumers. In an oversaturated culture defined by limited time and focus, how do we draw attention to our messages, our ideas, and our products when we only have seconds to compete? Award-winning consultant and speaker Sally Hogshead turned to a wide realm of disciplines, including neurobiology, psychology, and evolutionary anthropology. She began to see specific and interesting patterns that all centered on one element: fascination. Fascination is the most powerful way to capture an audience and influence behavior. This essential book examines the principles behind fascination and explores how those insights can be put to use to sway: • Which brand of frozen peas you pick in the case • Which city, neighborhood, and house you choose • Which profession and company you join • Where you go on vacation • Which book you buy off the shelf Structured around the seven languages of fascination Hogshead has studied and developed—power, passion, innovation, alarm, mystique, prestige, and alert—Fascinate explores how anyone can use these triggers to make products, messages, and services more fascinating—and more successful.

Author : Sally Hogshead
Genre : Business & Economics
Publisher : Harper Collins
ISBN : 9780062230706
Type book : PDF, Epub, Kindle and Mobi
File Download : 412 page

Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award. She frequently appears in national media including NBC's Today Show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History. The science of fascination is based on Hogshead's decade of research with 250,000 participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives.

Author : Zachary Karabell
Genre : Business & Economics
Publisher : Simon and Schuster
ISBN : 9781451651201
Type book : PDF, Epub, Kindle and Mobi
File Download : 304 page

A history and critical assessment of leading indicators reveals their indelible impact on the economy, public policy and other critical decisions, discussing their shortcomings while making suggestions for reducing dependence on them.

Author : Eberhard F Bruenig
Genre : Technology & Engineering
Publisher : CABI
ISBN : 9781780641409
Type book : PDF, Epub, Kindle and Mobi
File Download : 419 page

This new edition of Conservation and Management of Tropical Rainforests applies the large body of knowledge, experience and tradition available to those who study tropical rainforests. Revised and updated in light of developments in science, technology, economics, politics, etc. and their effects on tropical forests, it describes the principles of integrated conservation and management that lead to sustainability, identifying the unifying phenomena that regulate the processes within the rainforest and that are fundamental to the ecosystem viability. Features of the natural forest and the socio-cultural ecosystems which can be mimicked in the design of self-sustaining forests are also discussed. A holistic approach to the management and conservation of rainforests is developed throughout the book. The focus on South-East Asian forestry will be widened to include Africa and Latin America. Recent controversial issues such as biofuels and carbon credits with respect to tropical forests and their inhabitants will be discussed. This book is a substantial contribution to the literature, it is a valuable resource for all those concerned with rainforests.

Author : Sally Hogshead
Genre : Business & Economics
Publisher : Harper Collins
ISBN : 9780062374639
Type book : PDF, Epub, Kindle and Mobi
File Download : 343 page

Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award. She frequently appears in national media including NBC's Today Show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History. The science of fascination is based on Hogshead's decade of research with 250,000 participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives.

Author : Sally Hogshead
Genre : Business & Economics
Publisher : Penguin
ISBN : 1592401503
Type book : PDF, Epub, Kindle and Mobi
File Download : 192 page

An award-winning advertising director shares advice on how to find enthusiasm and a sense of purpose in one's career, in a guide for generation-X professionals that makes recommendations about living a lifestyle in accordance with one's salary, setting high goals, and pursuing meaningful achievements. Original. 35,000 first printing.

Author : Michele L. Brenner
Genre : Focus groups
Publisher : Createspace Independent Publishing Platform
ISBN : 1537046063
Type book : PDF, Epub, Kindle and Mobi
File Download : 114 page

Marketers typically live and work in places that do not represent the "average" consumer. It's no wonder one of the biggest mistakes marketers can make is assuming our own motivations mirror those of the people who buy our products and services. This book is for anyone who wants to understand how to conduct focus group research to make better consumer-informed business decisions. Understanding consumers' perspectives will ultimately help marketers and other business leaders excel in their own careers by allowing them to create products, services and messages that best meet consumers' needs and desires. Many new brand managers, and other business people outside of the marketing function, are given the responsibility of "doing focus groups" without much training on how best to do it. Reading this book will prepare you to approach your next focus group project confident you are well informed. Meant to be a quick read, this book is intended to feel more like satisfying a curiosity than studying for an exam. In Part One, the book explains and gives pros and cons of several research methodologies and the best applications for each. I will give a broad overview of the two main types of market research, quantitative and qualitative. Then we will delve into specific qualitative methodologies and, finally, move into the meat of the book on how to conduct successful focus groups. Part Two contains The Brand Marketer's Guide to the 5 Stages of Focus Group Research. The process provided in this book for managing a focus group project can be applied more broadly to many qualitative research methodologies. The 5 Stages of Focus Group Research are: 1.Write the Research Brief 2.Recruit the Participants 3.Develop the Discussion Guide and Stimuli 4.Conduct the Research 5.Analyze and Share the Research Results Having lived both sides, I hope this book will help build a stronger connection between the marketing and market research functions. Focus groups are one form of qualitative market research. Market research overall exists to mitigate business risk and maximize business potential by cultivating understanding of what motivates the end users of products and services. In the end, it's all about selling more stuff, but it's doing it by providing what the consumer needs or desires when and where they want it, not by "pushing" more stuff at them. Whether you are doing a focus group study yourself or working with a qualitative research supplier, understanding the five stages of managing a focus group project will help make your research more effective, more efficient, and more actionable for your business. Over time, this will lead to more sales and ultimately more success in your marketing career.